A year ago, following a tumultuous period and the renewal of the directors of the company, BlackBerry officially presented its new mobile operating system: BlackBerry 10 . At the January 30, 2013, one full of optimism Thorsten Heins had the great commitment of the company, a platform that broke with previous schemes BlackBerry and had expanded greatly over time.
At the launch event, where new devices with BlackBerry 10 announced the signing of Alicia Keys as creative director (and the year has been fired) and the announcement of the expansion of BBM to iOS and Android. That day, in which RIM left its name to adopt the BlackBerry, the company aspired to compete against iOS, Android and Windows Phone, BB10 was designed for the market of smartphones Touch Screen , applications in the ecosystem and therefore the end-user segment.
BlackBerry
made a gamble with BB10 that did not go well: late and with products that did not convince
.
BlackBerry had a strong commitment to this platform, it was a risky wager and played all his chips on a single number that also was something other than what he had done so far. As you said Eduardo when analyzed fall BlackBerry BB10 started from a basic strategic error: go for something out of your principles . Yes, BB10 implied a break with the work that BlackBerry had been doing, the new platform was based on QNX and supposed to start from scratch. Furthermore, in order to reach iOS and Android, tried to emulate these fleeing the physical keyboard (one of his greatest identity) and hoping that developers nutriesen BlackBerry Application World platforms.
Although the company had done well in emerging markets and had become concerning, for example, in Latin America, the arrival of BB10 left a complicated picture that launched a smartphones nothing affordable in price, in the end, have been cornered by the low-end Android and the strong contender of 2013, Windows Phone (which has come to engulf the BlackBerry market share).
To make matters worse, BlackBerry 10 should have been released in 2012, but Thorsten Heins delayed the release because he felt it was not up to the company and machinery BlackBerry weakened without upgrading their products while scores progressed rapidly.
expensive terminals, an experience of “highly artificial” use (with gestures that were not comfortable), delay time and market applications extremely empty, four strokes that define well what has BlackBerry 10 to be completed and its consequences have materialized in a deep crises ended dragging the company to a redundancy plan, a period that came to be on sale, the dismissal of Thorsten Heins and the arrival of a new CEO to try to get the company off the hook.
BlackBerry BB10 was in decline but the decline accelerated.
BlackBerry 10? dragged the company into the abyss? Although many tend to think so, in my opinion, is not the only causes. BlackBerry had entered a decline that accelerated to a BlackBerry 10 species plummeting because the strategy is over failing completely. I think BlackBerry should never skip to the end user segment in order to compete against iOS and Android, that effort did you deviate from the enterprise segment and has ended up losing (although the U.S. government remains its biggest customer through security your platform).
According to data from Kantar World Panel, market share of BlackBerry is entirely residual . In the U.S., the BlackBerry market share has dropped to 0.4% in the major European markets (UK, Spain, Italy and France) barely reaches 1.5% and in Latin America, the market share BlackBerry has fallen from 10.3% to 2.8% (and that was one of his big squares).
Image: JD Lasica Flickr
focuses on services, devices remain part of their strategy.
Current photo
BlackBerry is complicated, however, it seems that the company wants to reverse this “party” and John Chen is willing to fix the situation. The work plan for 2014 has a great focus on the enterprise segment (with MDM) and services, but the QNX platform and the (BlackBerry 10) are still very much
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Displaying the results in the terminal segment, BlackBerry needs to return to its origins and think hard about what to do. There has been talk of a return to physical keyboards and, these days, has released an update to BB10 who aspires to resemble that iOS and Android but I think there continues to push developers to create critical mass of users on the platform . Android was also discussed as a solution to the lack of applications but, in my opinion, will fill your void in your application catalog your direct competitor is a dangerous game that does not make much sense.
first year of BlackBerry 10 has been disastrous for the company but I honestly do not think it’s going to be an end. I firmly believe that BlackBerry can do well and that this year will be crucial to change strategy and try needed comeback. His slowness to react has cost its market share in both the business sector and the end-user segment, so in this 2014 urgently needs to do great things and rebuild trust.
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